In 1993, however, the first animated bears appeared in a story showing a number of bears sitting back to watch the northern lights while drinking Coke.

Their immediate popularity ensured the return of the bears in subsequent adverts. Notable appearances include a spot in 1994 when the bears slid down a ski jump to commemorate the Olympic Games, and in 2013 when the bears were featured in a short film directed by Ridley Scott.

In 2011, Coca-Cola pledged $2 million toward saving the species from extinction, and helped raise a further $3 million from consumers.

Nevertheless, in 2011 to 2013, the company spent approximately $9.8 billion on marketing, and generated $8.7 billion in profits.

The World Wildlife Fund states that at least double the amount raised would be needed to make an impact on saving the polar bear. For some consumers, this raises the question as to whether Coca-Cola, which has benefited well from the polar bear campaign, ought to do more.

Establish a Familial Bond

Coca-Cola is a brand that knows how to establish an emotional connection between its product and the holiday themes of families gathering and togetherness.